playing the loyalty game (to win)
gabe zichermann
CEO, rmbrME
@gzicherm
http://funwareblog.com

available publications
access now: manning Q1/10 pre-order: wiley Q1/10

customer loyalty is the “new black”

60 million members 54 million members
12-13 million active 12-13 million active
14B revenue 12B revenue

1.2 million members
40.5B revenues

What UA & AA know:
Frequent Flyer Programs are MMOGs

funware: the loyalty game
points
leaderboards
challenges
badges & levels
rewards

funware: the loyalty game
points
leaderboards
challenges
badges & levels
rewards
CC license from eyeliam

funware: the loyalty game
points
leaderboards
challenges
badges & levels
rewards

funware: the loyalty game
points
leaderboards
challenges
badges & levels
rewards
CC license from kalleboo

funware: the loyalty game
points
leaderboards
challenges
badges & levels
rewards
CC license from mab @ flickr

what’s wrong with prizes? nothing...really

what’s wrong with prizes
they lose value over time
they have asymmetric value
their effects are short-lived
they are not necessary

prizes = pr

the game’s the thing

conclusion
•customer loyalty is everything
•successful loyalty programs are like MMOGs
•points, leaderboards, challenges, badges are
key mechanisms
•physical prizes are less important than ever

playing the loyalty game (to win)
gabe zichermann
CEO, rmbrME
@gzicherm
http://funwareblog.com